According to Insta360, the Insta360 Luna Ultra went on sale in Japan and sold out rapidly. The white version was out of stock within just five minutes of its online launch, while offline sales quickly propelled it into the top three on the sales chart of Yodobashi Camera, one of Japan's leading consumer electronics retail chains, within just 12 hours.

During the two-day offline launch event, Insta360 attracted over 1,000 Japanese citizens who lined up to participate, with pre‑sale cameras quickly sold out. One enthusiast traveled more than 550 kilometers from Osaka specially to attend the event, and Japanese comedian Yoshimi Tokui, who has 1.74 million followers, also showed up and grabbed one of the first units. Several Japanese media outlets reported: "About 450 admission tickets were distributed on the first day, and they were all claimed within 30 minutes of opening. Most consumers began lining up to purchase immediately after entering the store."

For decades, Japan has held a dominant position in global camera hardware, optical technology, and imaging industry standards, supported by long-established players such as Sony and Canon. However, Chinese brands are now achieving breakthroughs in the portable smart imaging devices segment, reshaping the definition of next-generation cameras for creators.

According to a report by the International Data Corporation (IDC), global shipments of handheld smart cameras grew 33% year‑on‑year in Q1 2026, with the industry's rapid growth largely driven by two Chinese brands: Insta360 and DJI. Among them, Insta360 firmly ranks first globally in both sales volume and revenue for panoramic cameras, with a 71% market share by value.

国货相机“反向输出”，日本市民排长龙买中国相机

记者从影石Insta360获悉，Insta360 Luna Ultra在日本上市后，线上渠道开售仅5分钟白色版便火速断货，线下则12小时便霸榜日本头部家电连锁巨头友都八喜销量榜单前三名。

据了解，影石Insta360在为期两天的线下首发活动中，累计吸引超1000名日本市民排队参与，预售相机迅速售空。有人跨越550公里专程从大阪赶来现场，拥有174万粉丝的日本知名搞笑艺人德井義実也现身抢到了首发。多家日本媒体报道：“第一天现场发放了约450张入场券，开场30分钟就宣布被领完，大多数消费者进到店内就排队购买。”

长期以来，凭借索尼、佳能等百年光学积累，日本掌握着全球相机硬件、光学工艺、影像行业标准话语权。如今，中国品牌在便携智能影像细分赛道中实现弯道超车，重新定义了新一代创作相机。

权威数据机构IDC报告显示，2026年一季度全球手持智能相机市场出货量同比增长33%，行业高速增长主要源自影石和大疆两大国产品牌拉动。其中影石稳居全景相机全球市场销量、销售额双第一，销额市占达71%。

文 | 记者 徐炜伦
图 | 受访者提供
翻译 | 魏薇
审校 | 曾敏